Campaign details

Brand: Renault Captur
Brand owner: Renault Italy
Lead agency: OMD Italy
Contributing agencies: Publicis Italy
Country: Italy
Industries: SUVs, 4x4s
Media channels: Online video, Social media, Voice, chatbots, Websites & microsites
Budget: Up to 500k

Executive summary

In 2018, Renault launched a limited edition of its Captur model – inspired by Tokyo, one of the most eclectic and crazy cities in the world – in collaboration with Lapo Elkann, famous nephew of Giovanni Agnelli (Fiat's most famous president) and CEO of Garage Italia Customs – the company that collaborated with Renault on the car's Japanese design. We defined a strategy where innovation and tradition (two pillars of Japanese culture) are protagonists: have you ever purchased a car through a manga chatbot? A few of our lucky customers have!

Market background and objectives